athenista stories / Creative Direction
My first years at athenahealth were defined by extraordinary change—from the ouster of its founder and CEO to a hostile takeover and, ultimately, a private equity merger. The market knew the story. Inside the company, the consequences were more personal: people left, and prospective employees kept their distance.
One thing remained constant: the mission. Athenistas, many motivated by their own experiences with a broken healthcare system, continued to show up every day to fix it.
I led the creation of athenista Stories, a campaign built around those people and the reasons they chose to stay. Rather than ask the company to explain its culture, we let its employees define it.
The result put a human face on an organization that had become increasingly difficult to understand from the outside. Visits to athenahealth's career pages increased 65% year over year.